NIVEA

#PrepareWithNIVEAMEN

Making a sponsorship something that men would want to, and could be, a part of.

Challenge

NIVEA MEN wanted to spark the desire in millennial men to
include the brand in their lifestyle. But with a pretty
traditional image, it was proving difficult to break away.

Solution

Instead of disregarding traditional advertising mediums
altogether, we transformed one. We took the NIVEA MEN and
Real Madrid sponsorship and made it into something men
would want to and could be a part of. We gave trusted
international influencers the chance to experience a day in
the life of a Real Madrid player and take their followers
along for the ride.

Press Coverage

Hilfiger Island

#WishYouWereHere

We combined rich influencer content with an interactive digital platform to create a fully integrated experience for consumers to discover the Tommy Hilfiger SS16 eyewear collection.

Challenge

Tommy Hilfiger Eyewear/Safilo was looking for a way to stand out in the highly competitive global eyewear industry with the launch its SS16 eyewear collection.

Solution

Our solution was to build an online community with a selection of leading influencers at its roots. Their authority, reach and brand affinity would enable them to build hype and attract the target audience.

A multimedia initiative centred around inspiring content creation under #WishYouWereHere would initiate a trickle-down effect from these influencers to a wider audience. Generating earned media and ultimately developing an online community.

Execution

Influencers who were the perfect match for the brand replaced more traditional fashion models to share the Hilfiger Island story and engage the right audience. This was shared across their blogs and social channels with #WishYouWereHere.

They were at the centre of a fully mobile-responsive interactive platform, complete with content to be explored from a 180° perspective, e-commerce capabilities and a consumer activation.

To maximise its impact, the initiative was also shared on Tommy Hilfiger’s owned platforms and promoted at four in-store events across the globe at which consumers could take part in the activation, making this a 360°, fully integrated project.

Results

The high engagement rate and number of impressions are a clear indicator that this approach to influencer marketing maximises the potential for engagement with content.

The final ROI also illustrates the effect of the extra earned media generated and how valuable this can be to an influencer marketing strategy.

27.4M campaign impressions (222% more than the campaign benchmark)

3.4% engagement rate (1-3% IMA benchmark)

367 earned posts, 5x number of agreed posts

+422% ROI

682

complete contest entries

Recognised byAwwwards

Samsung

#SamsungPinkWall

By giving influencers the opportunity to be proud to own a Samsung, we're making consumers proud to own a Samsung.

Challenge

With consumer trust in brands at an all time low, Samsung
wanted to give millenials in the Netherlands a reason to be
proud of the Samsung family.

Solution

They do, however, trust influencers. So we launched an
ambassador program that sees influencers realise their
passion projects - all powered by Samsung. Like blogger
Sandra's dream of giving Rotterdam its very own
Instagrammable 'pink wall'. No pushing products, but rather
putting Samsung at the heart of a cultural conversation
that mattered to its consumers.

Results

2.9m

impressions

100%

earned media

0€

media investment

151

engagements

5.2%

social engagement rate

189%

ROI

650+

posts shared

Press Coverage

Malibu

#BecauseSummer

Bringing the spirit of #BecauseSummer to life in a BIG way

Challenge

Malibu wanted its #BecauseSummer campaign to reach
and activate people in an irresistibly engaging way.

Solution

IMA developed a multi-layered influencer strategy to
support Malibu's 2017 global compaign. Top-tier influencers
were cast to appear in multiple digital videos and share
their own spin on the themes of #BecauseSummer to
activate the audience. A layer of micro-influencers rounded
up the promotion by posting content with a personal twist.

Results

41.7+ million

impressions

3.3M+ million

video views

Unicef

#SaferInternetDay

We transformed hate comments into words of encouragement

Challenge

UNICEF wanted to make this Safer Internet Day an historic
one, that changed today's high pressure social media
landscape for the better.

Solution

Influencers experience online scrutiny daily, making them
the perfect ambassadors for this movement. Instead of
trying to boycott the internet, we sought to change the way
we use it. 79 influencers with varying reach from around the
world shared their heartfelt stories of online abuse, and
their tips on how they stay safe online. This sparked high
impact conversations and a global movement to end online
violence.

Results

1.7 million

impressions

174

posts

0€

media investment

8.3%

social engagement rate(more than 2.5X industry standard)

102.100+

engagements

Albert Heijn

With the help of key ambassadors, we nurtured and grew the Albert Heijn community

Challenge

Albert Heijn is a supermarket giant and a long-term client.
The company wanted to give its broad audience a new and
rewarding way to interact with the brand.

Solution

We developed a brand ambassador program that combines
digital and physical elements, providing relevant ways of
communicating with customers. This aligned with Albert
Heijn's marketing calendar throughout the year, using
strategies that leveraged the power of expert influencers to
activate millions.

Results

23.4+ million

impressions

16

campaigns

58

influencers

TomTom

#TruckersByTruckers

They may not have the biggest followings, but they do drive engagement like no other

Challenge

Truck drivers can be on the road for up to 56 hours a week.
Meaning they're incredibly difficult to reach. A marketer's
worst nightmare, in fact. How could we get them talking
about TomTom's new GO PROFESSIONAL sat-nav device
made for large vehicles?

Solution

We let truckers do the talking. 18 influencers who drive large
vehicles for a living became brand ambassadors, sharing
authentic content about their GO PROFESSIONAL experience.
Because influencers have the power to engage niche
communities. Even from on the road.

Results

1.1M

impressions

7.3%

engagement rate (more than 2x industry standard)

133%

ROI

50.300+

engagements

The Green Gallery

Green Screen Ad blocker

Replace the chaos of ads with the beauty of flowers

Challenge

The Flower Council of Holland works to inspire consumers
through the beauty of flowers and plants. But consumers
are becoming harder to reach. And so is communicating the
emotional value that experiencing flowers and plants can
have.

Solution

We created The Green Screen: unique ad blockers designed
by 6 influential creatives that transform your ads into
flowers and plants. An innovative way to show consumers
how flowers add value to their every day, through a medium
they were already using. And through influencers that
inspire them.

Results

46+ million

banner ads transformed

€620.000

PR value

2.7M

unique people reached

Results influencer marketing

2 million

impressions

50%

earned media

117.300+

engagements

11.2%

social engagement rate

(more than 3x industry standard)

Press Coverage

Timex

#TakeTime

Individuals from all walks of life became TIMEX ambassadors for a whole year

Challenge

Solution

Despite their digital ways,
millenials still want analog watches to express their personal
style. What better way to revive a classic watch brand than by
taking a digital-only approach that let millennials take control.
Over 1000 content creators told their stories in their own
unique ways. They personalised their picks and shaped what
the TIMEX brand is today.

Results

46.7+ million

impressions

3.1+ million

engagements

337%

ROI

4169

posts from gifting

Under Armour

#UnlikeAny

I hope to inspire people with the same passions I have and be an authentic figure girls can relate to - #UnlikeAny #IWILL ‐ Aimee Victoria

Challenge

Under Armour wanted to build European brand awareness
whilst also empowering women to share their goals and
achievements.

Solution

By aligning UA with the empowering #IWill #UnlikeAny
movement, influencers were not only promoting the new range,
but also the brand's philosophy. We gifted female fitness
influencers pieces from the new range and gave them creative
freedom to their #IWill story.

Results

6.1+ million

impressions

380.000+

engagements

6.8%

social engagement rate (more than 2x industry standard)

Noisy May

#Noisymayinfluenced

6 key influencers were selected to co-create a capsule collection with fashion brand Noisy may to bring it closer than ever to its target audience.

Challenge

Noisy may is a sub-label of Vero Moda made for young, fashionable females aged 15-25.
Its goals were to connect to this hard-to-reach target audience in a refreshing way and in turn, increase its online presence. The target markets were the Netherlands, United Kingdom and Germany.

Solution

We selected 6 local influencers from the target markets who embody the brands values to be true ambassadors. Each would design 5 pieces for a capsule collection entitled #noisymayinfluenced. The influencers would take their
followers along for the ride the whole way, sharing social media content about the design process, a collaborative
lookbook production, the launch and the introduction of an interactive, shoppable microsite built especially for the collaboration.

Results

4+ million

impressions

183

earned influencer posts

6.3%

engagement rate(1-3% IMA benchmark)

Chupa Chups

#ForeverFun

#ChupaChupsChallenge

A campaign that tapped into the spirit of Generation Z.

Challenge

Chupa Chups was looking to engage an audience that may have lost touch with the brand - Generation Z. How could it appeal to teenagers who are growing up but still love to have fun?

Solution

We found exactly what triggers Generation Z's interest, and tapped into this world of carefree fun. Our strategy saw
different ‘layers’ of influencers interpret the brand's #ForeverFun philosophy in various engaging formats. We drove an engagement snowball effect through viral videos, interactive challenges and irresistibly fun, aspirational content.

Results

35.5+ million

impressions

6.6+ million

video views

RUSSIA:

27%

engagement rate (1-3% IMA benchmark)

FRANCE:

9.7%

engagement rate (1-3% IMA benchmark)

Diesel

#DieselPeople

The #DieselPeople; edgy, unique storytellers who keep the world watching

Challenge

Diesel knew it wasn't enough to simply tell the world about the brand.
It also wasn't afraid to break the marketing mould.
Diesel had to speak to its audience in a way that resonated,
and so in 2013, IMA became its influencer marketing agency.

Solution

Over the years we empowered a new generation of global
ambassadors. IMA selected leading influencers who were in
sync with the unique characteristics of Diesel. These
#DieselPeople brought the brand to life and sparked a global
movement of self-expression.

Results

2+ million

engagements

42+ million

impressions

100+

influencers

400+

posts

5.52%

average social engagement rate

Ports 1961 x Everlast

#Ports1961xEverlast

#FollowMe

We collaborated with creative micro-influencers to spread the word about an exclusive capsule collection that would engage a group of consumers with niche interests.

Challenge

Fashion house Ports 1961 developed a capsule collection with
Everlast. They wanted to use influencer marketing to engage a
niche community of urban streetwear enthusiasts in the US.

Solution

We gifted 20 NYC-based male micro-influencers with the
collection. We ensured that they were already fans of the
brands, and thus enthustiastic and willing to share earned
content. Their niche expertise ranged from hip hop to urban
streetwear and fitness. With total freedom in production, they
created highly creative, authentic and passionate content,
which tapped into the right target audience.

Results

335.000+

impressions

8.7%

social engagement rate (more than 2x industry standard)

58

posts on all channels

YSL

#YSLBlackOpiumExperience

We created a new community of powerful young women to celebrate the relaunch of YSL Beauté’s Black Opium fragrance.

Challenge

With the relaunch of its Black Opium fragrance, YSL Beauté
was looking to resonate with young women in the Benelux
countries.

Solution

By putting leading influencers at the roots of an online
community, their authority and brand affinity enabled them to
build hype. They created content around a multimedia
initiative, including an exclusive event, initiating a
trickle-down effect to a wider audience.